How do you leverage your current executives as employer brand ambassadors in your industry?

A strong employment brand starts withs the bones of an organization, and making sure there is a clearly articulated statement of "who you are," as a company. This mission statement should be something that ties directly to the company culture and ways of working.

Employer branding for executive search is crucial, extending beyond entry-level roles. Utilize executives as brand ambassadors to showcase uniqueness, build trust, and attract top talent. Identify ambassadors based on values and industry reputation. Based on my experience with startups, despite their recognition in the investor community and their founders' impressive backgrounds and visions, they often struggle to appeal to talent effectively. I've worked with multiple companies on this issue, tailoring our approach based on the company's stage. In the early stages, we focus on highlighting the founder's background and vision. In midsize companies, it's about emphasising the business plan and forecasts.

Leveraging current executives as employer brand ambassadors involves engaging them in showcasing the company's culture, values, and opportunities. Encourage executives to share their experiences and insights on social media platforms, participate in industry events as speakers or panelists, and actively engage with potential candidates. Provide them with training and resources to effectively communicate the organization's brand message and values. Additionally, recognize and reward executives who actively promote the employer brand, fostering a culture of advocacy and authenticity that resonates with both internal and external stakeholders.

Employer branding isn't just a buzzword; it's a crucial part of your executive search strategy. Why? Because the top-tier talent you're after is looking for more than just a high salary. They want to join a company with a reputation for excellence, innovation, and a positive workplace culture. Your current executives can play a pivotal role in showcasing these attributes. When candidates see leaders who are genuinely proud to be part of the company, it speaks volumes. It's about showing, not just telling, what makes your company a great place to lead and grow.

Employer branding for differentiation is important, of course. It's equally important in my opinion to consider how employer branding impacts public opinion. In Hollywood, there's an old yarn that, "All publicity is good publicity," but in the work world, that's not the case. Potential employees will absolutely seek out information about the company's values, how it treats people once they're hired (in other words: is the branding real or is it merely hype), what benefits are offered, and what they can expect if they choose to work there. For prospective candidates at any level: reputation matters.

Brand ambassadors should be those leaders who exude the company mission and values in a way that elicits connections with others while not feeling stiff or forced. These connections should feel familiar to the audience and leave them wanting to learn more about the company.

Not all executives are cut out to be brand ambassadors. Look for leaders who are not only respected in your industry but also embody your company's values and culture. They should be individuals who are already naturally sharing their positive experiences at work, whether that's through speaking engagements, on social media, or within industry networks. These are the people who can authentically communicate your company's strengths and attract like-minded talent.

These ambassadors should be deeply rooted in your company culture and values and have the ability to effectively inspire and influence others with their stories and insights. They should also be enthusiastic and capable of authentically representing your organisation to external parties like potential candidates and clients and the media.

Sabe aquela pessoa que vibra a cada conquista da empresa? Que carrega consigo os valores da marca e empresa, e propaga estes valores por onde passa? Essas pessoas naturalmente engajadas deve ser reconhecidas, e torná-los embaixadores da sua empresa para o mercado é uma excelente estratégia. Dê espa?o para eles nas publica??es do Linkedin que a empresa fizer. Você verá como a turma irá se engajar com o post, e isso fará a marca da sua empresa ser assimilada cada vez mais como um lugar legal para se trabalhar.

It is not always necessary to identify specific individuals as employer brand ambassadors in executive search. Instead, it is more effective to prioritize creating exceptional work experiences. When your organization consistently exceeds the expectations of clients and candidates, they will naturally become ambassadors. They will share their positive experiences and attract new business and candidates organically. This approach often results in more authentic and effective advocacy than appointing specific brand ambassadors.

Start by encouraging them to share their experiences and insights on platforms like LinkedIn, where their narratives can highlight your company’s culture and values. Provide them with key messages and achievements they can use to articulate the company's vision and success stories. Facilitating opportunities for them to speak at industry events or participate in panel discussions can further position them as thought leaders. Training on personal branding and effective communication ensures their messages resonate well and reflect the company’s ethos.

Showcase Authentic Leadership Stories -Leverage Social Media: Encourage your executives to share their journey, challenges, and successes on platforms like LinkedIn and Twitter. Authentic storytelling can humanize your brand and resonate with potential candidates. -Host Thought Leadership Panels: Organize webinars or podcasts where your executives discuss industry trends, innovation, and leadership insights. This not only positions your leaders as thought leaders but also showcases your company culture.

Once you've identified your ambassadors, it's time to engage them. This doesn't mean handing them a script and sending them on their way. Instead, work with them to share their genuine experiences and insights. Whether it's through blog posts, videos, or speaking at industry events, give them platforms that play to their strengths. Support their efforts by providing resources, information, and, most importantly, encouragement. Their authentic voices will resonate much more than any corporate messaging ever could.

Criar espa?o na agenda da comunica??o interna e estimular que eles compartilhem suas experiências e vis?es é uma excelente forma de come?ar a engajar os embaixadores da merca empregadora. Outra forma legal é gamificando, por exemplo, criando uma gincana na qual as pessoas que mais compartilharem experiências positivas na empresa ganhará um brinde ou algo assim. A marca empregadora da empresa deve ser algo que engaje a todos os colaboradores, n?o apenas o time de marketing e RH.

Designating particular individuals as employer brand ambassadors during executive search is not always essential. Instead, focus on fostering outstanding work experiences. By consistently surpassing the expectations of clients and candidates, they will naturally evolve into ambassadors. They'll willingly spread their positive experiences, drawing in new business and candidates organically. This method often leads to more genuine and impactful advocacy compared to appointing specific brand ambassadors.

Organic social content is the most credible source of truth. Consider employees sharing spontaneous, authentic, unscripted written, photo, or video testimonials around pride in their work and gratitude for their leaders and teams. This carries far more weight for potential employees than scripted formal statements from corporate, marketing, or HR.

Leveraging your brand ambassadors effectively means creating opportunities for them to shine. Encourage them to participate in industry panels, write thought leadership articles, or even host webinars. Their visibility and engagement not only boost your brand's profile but also demonstrate the leadership and innovation thriving within your company. It's also worth integrating their stories into your recruitment materials and campaigns, showing potential candidates the calibre of leadership they could be joining.

It's unnecessary to assign specific individuals as employer brand ambassadors in executive search. Prioritizing exceptional work experiences is more effective. When your organization consistently exceeds client and candidate expectations, they will naturally become advocates, leveraging new business and candidates organically. This approach often results in more authentic and effective advocacy than appointing brand ambassadors.

Your employer brand ambassadors can be powerful advocates by sharing their experiences and insights across various platforms such as your website, blog, podcast, and newsletter. Encourage them to participate in industry events, webinars, panels, and interviews to showcase your organization's strengths. They should actively engage with potential candidates, clients, partners, and media on social media and through email. By providing testimonials and endorsements, they can further bolster your organization's reputation. Additionally, they can recommend other talented executives and professionals who may be a good fit for your organization, enhancing your talent pipeline.

To truly understand the impact of your employer branding efforts, you need to measure them. Track metrics like engagement on social media posts, website traffic to careers pages, and the quality and quantity of applications for executive roles. Surveys and feedback from candidates can also provide insights into how your brand is perceived. Use this data to refine your strategy, focusing on what works and improving or dropping what doesn't. Continuous improvement is key to keeping your employer brand strong and attractive to top executive talent.

It is not always necessary to identify specific individuals as employer brand ambassadors in executive search. Creating exceptional work experiences consistently exceeds client and candidate expectations, turning them into advocates who attract measurable new business and candidates organically. This approach often results in more authentic and effective advocacy than appointing specific brand ambassadors.